DoD's $27.2M OPA JAMRS Media Placement contract awarded to MullenLowe US Inc

Contract Overview

Contract Amount: $27,214,601 ($27.2M)

Contractor: Mullenlowe US Inc

Awarding Agency: Department of Defense

Start Date: 2020-05-15

End Date: 2021-05-14

Contract Duration: 364 days

Daily Burn Rate: $74.8K/day

Competition Type: FULL AND OPEN COMPETITION

Pricing Type: FIRM FIXED PRICE

Sector: Other

Official Description: OPA JAMRS MEDIA PLACEMENT

Place of Performance

Location: BOSTON, SUFFOLK County, MASSACHUSETTS, 02109

State: Massachusetts Government Spending

Plain-Language Summary

Department of Defense obligated $27.2 million to MULLENLOWE US INC for work described as: OPA JAMRS MEDIA PLACEMENT Key points: 1. Significant investment in advertising services for the Defense Human Resources Activity. 2. MullenLowe US Inc. secured the contract through full and open competition. 3. The contract duration is one year, with a firm fixed price. 4. This falls under the Advertising Agencies NAICS code.

Value Assessment

Rating: good

The contract value of $27.2M for a one-year media placement seems reasonable for a large-scale government advertising campaign. Benchmarking against similar large federal advertising contracts would provide a more precise assessment.

Cost Per Unit: N/A

Competition Analysis

Competition Level: full-and-open

The contract was awarded using full and open competition, which generally promotes competitive pricing and allows for a wide range of potential contractors to bid. This method is expected to yield fair market value.

Taxpayer Impact: Taxpayer funds are being used for advertising services, with the expectation of effective outreach and communication for DoD initiatives.

Public Impact

Ensures effective communication of DoD programs and initiatives to the public. Supports recruitment and public awareness campaigns for military services. Leverages private sector advertising expertise for government messaging.

Waste & Efficiency Indicators

Waste Risk Score: 75 / 10

Positive Signals

Full and open competition utilized
Firm fixed price contract type
Clear contract duration

Sector Analysis

This contract falls within the advertising and marketing services sector, a common area for government spending to support public outreach and recruitment. Benchmarks for similar large-scale federal advertising contracts would be relevant for comparison.

Small Business Impact

The data does not indicate any specific set-aside for small businesses, suggesting that larger firms were likely the primary participants in this competition.

Oversight & Accountability

The contract was awarded through full and open competition, indicating a structured procurement process. Oversight would involve monitoring campaign performance and adherence to contract terms.

Related Government Programs

Advertising Agencies
Department of Defense Contracting
Defense Human Resources Activity Programs

Risk Flags

Lack of specific performance metrics in the provided data.
No indication of small business participation.
Potential for cost overruns if campaign objectives are not clearly defined or met.

Frequently Asked Questions

What is this federal contract paying for?

Department of Defense awarded $27.2 million to MULLENLOWE US INC. OPA JAMRS MEDIA PLACEMENT

Who is the contractor on this award?

The obligated recipient is MULLENLOWE US INC.

Which agency awarded this contract?

Awarding agency: Department of Defense (Defense Human Resources Activity).

What is the total obligated amount?

The obligated amount is $27.2 million.

What is the period of performance?

Start: 2020-05-15. End: 2021-05-14.

What specific media channels and placements were prioritized within this $27.2M budget, and how was their effectiveness measured?

The contract details do not specify the exact media channels or placement strategies. Effectiveness is typically measured through metrics like reach, frequency, engagement, and ultimately, the achievement of campaign objectives, such as increased awareness or recruitment.

How does the cost per impression or cost per acquisition compare to industry benchmarks for similar DoD campaigns?

Without specific performance data and detailed cost breakdowns per channel, a direct comparison to industry benchmarks is challenging. However, the firm fixed price suggests a pre-negotiated cost structure that the agency deemed competitive at the time of award.

What is the long-term strategic value of this media placement contract beyond the one-year duration?

The long-term value lies in building brand awareness and trust for the DoD and its various branches. Consistent and effective media presence can support ongoing recruitment efforts and public perception, contributing to the military's overall mission readiness.

Industry Classification

NAICS: Professional, Scientific, and Technical Services › Advertising, Public Relations, and Related Services › Advertising Agencies

Product/Service Code: SUPPORT SVCS (PROF, ADMIN, MGMT) › MANAGEMENT SUPPORT SERVICES

Competition & Pricing

Extent Competed: FULL AND OPEN COMPETITION

Solicitation Procedures: NEGOTIATED PROPOSAL/QUOTE

Solicitation ID: H9821018R0004

Pricing Type: FIRM FIXED PRICE (J)

Evaluated Preference: NONE

Contractor Details

Parent Company: THE Interpublic Group of Companies Inc

Address: 40 BROAD ST 10 FL, BOSTON, MA, 02109

Business Categories: Category Business, Corporate Entity Not Tax Exempt, Not Designated a Small Business, Special Designations, U.S.-Owned Business

Financial Breakdown

Contract Ceiling: $27,214,601

Exercised Options: $27,214,601

Current Obligation: $27,214,601

Actual Outlays: $6,802,549

Contract Characteristics

Commercial Item: COMMERCIAL PRODUCTS/SERVICES

Cost or Pricing Data: NO

Parent Contract

Parent Award PIID: H9821019D0001

IDV Type: IDC

Timeline